Convergence in Action: Sticker Mule’s Move into Custom Apparel Decoration
In October, Sticker Mule announced that it will now claim a space in the decorated apparel market. The company partnered with Epson to install several new direct-to-garment printers, the largest installation in Epson history. It’s a move that points to the continued business trend of convergence.
The strategic relationship between Sticker Mule and Epson complements Sticker Mule’s approach to online custom print products and positions the company to dominate the global custom T-shirt market for years to come, according to a press release from Epson. As the demand has grown for custom T-shirts produced quickly, Sticker Mule saw an opportunity for growth.
“Our goal is to quickly take over the custom T-shirt market with an insanely high-quality product,” said Sticker Mule co-founder and CEO Anthony Constantino. “Epson’s incredible T-shirt printer is a big part of why we already are shipping more than 50,000 custom T-shirts per month.”
Sticker Mule is widely known for its custom stickers, labels, and packaging solutions that it provides via its online shop. The company already leverages a large fleet of Epson SurePress digital label printers and SureColor S-Series solvent printers to produce these items. The purchase and installation of the DTG printers continues the ongoing strategic relationship between the two companies. Free proofs are available for all orders, and T-shirts are printed in four business days with free two-day shipping within the U.S.
Convergence in the Print Industry
The partnership illustrates the continued convergence that’s trending within the printing industry, specifically among apparel decorators and those that offer promotional products. The natural connection between the two industries provides prime growth opportunity.
“Product expansion is important if diversification is important,” believes Dan Neto of Print Geek, a printer located in Toronto, Canada that utilizes DTG printers, screen presses, and other equipment to decorate apparel, stickers, phone cases, and more. “By diversifying, [businesses] can add more value to their customers, acquire new customers, and become that one-stop shop that clients may be looking for.”
Tom Rauen, founder and CEO of 1800Tshirts.com and co-founder of Shirt Lab, believes that this is key to standing apart in today’s competitive environment. “The easiest business options for apparel decorators to add is something your customer is already buying,” he says. “You want to make sure it is something your customers want to buy, and that you will have the volume to keep that piece of equipment running and make a return on your investment. The easiest way to add to the offering is by finding a complementary item that they are already purchasing from somewhere else and offer it to them making it an easy one-stop shop for the customer.”